These slides contain visual examples of color in visual communication.

1. Color

3. Color
Proper)es

4. Color
Intensity
Color intensity changes in relation to its
surrounding color

24. Hue
• The
actual
name
of
a
color.

28. Satura)on
• The
lightness
or
darkness
of
a
hue.
• Also,
referred
to
as
chroma,
intensity,
or
brightness.

30. Shade
• A
hue
plus
the
addi)on
of
black.

31. Tint
• The
hue
plus
the
addi)on
of
white.

32. Tone
• The
hue
plus
the
addi)on
of
gray.

33. Value
• A
measure
of
lightness
or
darkness

35. Addi)ve
Color
• The
color
resul)ng
from
the
combina)on
of
different
wavelengths
of
light.
• The
addi)ve
primaries
are
red,
green,
and
blue
and
when
projected
together
create
white
light.

37. Subtrac)ve
Color
• A
color
mixing
system
where
pigment
is
combined
to
create
visual
sensa)ons
of
color.

40. Primary
Colors
• The
three
most
basic
hues—red,
yellow,
and
blue—that
make
up
all
the
other
colors.

42. Secondary
Colors
• Colors
made
by
mixing
equal
parts
of
two
primary
hues
together.

44. Achroma)c
Color
• Neutrals
that
have
no
chroma
or
color
and
include
black,
white,
and
gray.
• Since
they
are
not
colors,
they
cannot
be
found
on
the
color
wheel.

51. Betye
Saar

54. Analogous
Colors
• Three
hues
that
are
next
to
one
another
on
the
color
wheel.

62. Complementary
Color
• A
color
scheme
incorpora)ng
opposite
hues
on
the
color
wheel.
• Complementary
colors
accentuate
each
other
in
juxtaposi)on
and
neutralize
each
other
in
mixture.

67. Banksy

68. Julia
Morgan
-­‐
Hearst
Castle

72. Complementary
Contrast
• The
effect
created
when
two
complementary
hues
of
equal
value
and
satura)on
are
placed
next
to
each
other
in
a
design.

73. Split
Complement
• A
hue
plus
the
two
adjacent
hues
to
its
complement.

80. Triadic
Color
• Three
hues
that
are
of
equal
distance
from
each
other
on
the
color
wheel.

84. Tetrad
Colors
• Four
hues
that
are
of
equal
distance
from
each
other
on
the
color
wheel.

90. Ter)ary
Colors
• Colors
made
by
combining
a
primary
and
a
secondary
color.

91. Value
Contrast
• The
concept
of
how
a
color
may
appear
when
placed
on
a
contras)ng
background.

95. Simultaneous
Contrast
• The
effect
of
complementary
colors
to
influence
one
another
and
the
adjacent
hues.

97. ARerimage
• A
flee)ng
false
image
that
is
seen
aRer
prolonged
exposure
to
a
specific
hue.
• The
aRerimage
will
be
the
complement
of
that
hue.

99. ARerimage
• In
the
next
image,
look
at
the
dot
in
top
flag
for
a
full
minute.
Then,
quickly
look
down
at
the
dot
in
the
center
of
the
boTom
flag.
• What
do
you
see?
• Do
you
know
why
you
saw
that?

101. Color
Symbolism
• Employing
color
to
signify
concepts
or
human
character
traits.

107. Warm
Colors
• A
color
that
appears
to
be
closer
to
the
yellow-­‐to-­‐red
side
of
the
color
wheel.

110. Cool
Colors
• A
color
that
appears
to
be
closer
to
the
blue
violet
side
of
the
color
wheel.

113. Miscellaneous